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研究生:賴曉芬
研究生(外文):HSIAO-FEN, LAI
論文名稱:會員保留影響因素之研究
論文名稱(外文):A Study of the Factors Influencing Membership Retention
指導教授:林俊昇林俊昇引用關係
指導教授(外文):Lin, J Chris
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:71
中文關鍵詞:會員保留預期未來使用預期後悔
外文關鍵詞:Membership RetentionExpect Future UseAnticipate Regret
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顧客關係管理一直蔚為企業永續經營的使命,面對顧客忠誠度不再,流失度高的情況下,顧客保留對企業格為重要。然而本研究更著重在「提供會員制服務的產業」上,這類產業具有明確的目標顧客,對於會員流動率高、流失問題嚴重這樣的危機,相信比起一般服務業者更能達到保留的目的。
本研究以『會員保留』為研究主題,探討影響會員保留的原因。除了滿意度有所影響外,顧客對未來預期的認知亦會影響其決策的意願與行為,從預期未來使用與預期後悔兩因素瞭解影響著會員的決策行為。
故本研究試圖從會員的觀點找出影響會員保留的原因,從滿意度與預期因素等角度切入,期望對於企業在經營及行銷策略規劃上有所貢獻,提供精準的策略研判,進而與會員建立永續經營的關係。
本研究相關探討議題:
1.探討會員滿意度與會員保留之關係
2.探討服務品質對會員滿意度之關係
3.探討會員知覺付款價格的公平性對會員滿意度的關係
4.探討會員預期未來使用對會員保留意願間之關係
5.探討會員預期後悔對會員保留意願間之關係
6.探討會員保留意願與會員保留行為間之關係
“Customer relationship management” is persisting in business operation mission. Customer retention is especially important for companies due to lower customer loyalty and higher customer attrition rate nowadays. The major issue of this study is the factors affecting membership retention. In addition to satisfaction, customer future-focused considerations also affect customers’ willingness and behavior on decision making.
Since understanding and managing these future-focused considerations and satisfaction is critical to successful dynamic customer relationship management, this study tries to find out how these factors affect customer retention from members’ point of view. The key issues of the research are:
1.Examine the relationship between membership satisfaction and membership retention.
2.Examine the relationship between service quality and membership satisfaction.
3.Examine the relationship between payment equity and membership satisfaction.
4.Examine the relationship between expected future use and membership retention intention.
5.Examine the relationship between anticipated regret and membership retention intention.
6.Examine the relationship between membership retention intention and membership retention behavior.
目錄 IV
圖目錄 V
表目錄 V
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻回顧 5
第一節 顧客保留 5
第二節 顧客滿意度 9
第三節 預期因素 18
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假說 26
第三節 研究變數定義與衡量 29
第四節 研究設計與研究工具 32
第四章 資料分析 34
第一節 樣本特性分析 34
第二節 探索性因素分析 38
第三節 信效度分析 40
第四節 線性結構關係模式 46
第五章 結論與建議 52
第一節 研究結論 52
第二節 研究貢獻 55
第三節 管理意涵 57
第四節 研究限制 61
第五節 後續研究建議 62
參考文獻 63
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